The Yomiuri Shimbun Promo, Case study BASEBALL VS ELECTRICITY SHORTAGE by BlueCurrent Japan, Dentsu Inc. Tokyo

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BASEBALL VS ELECTRICITY SHORTAGE

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Industry Newspapers
Media Promo & PR, Case study
Market Japan
Agency BlueCurrent Japan
Agency Dentsu Inc. Tokyo
Art Director Tsubasa Adachi
Designer Reiko Hasegawa
Producer Koji Fujioka
Released July 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: YOMIURI SHIMBUN
Product/Service: YOMIURI GIANTS
Agency: DENTSU
Agency: BLUECURRENT JAPAN
Company Director: Kan Shimamoto (Dentsu)
Copy Writer: Makoto Sasagawa (Dentsu)
Art Director: Tsubasa Adachi (Dentsu)
Planner: Tomohiro Yamagata (Dentsu)
Planner: Junko Okawa (Dentsu)
Chief Producer: Jun Yoshino (Dentsu)
Producer: Koji Fujioka (Dentsu)
Planner: Daisuke Sugita (Dentsu)
Planner: Takumi Shiba (Dentsu)
Planner: Syusaku Kameyama (Dentsu)
Planner: Hiroshi Fukuda (Dentsu)
Planner: Saburo Ito (Dentsu)
Designer: Reiko Hasegawa (Adbrain)
Cm Producer: Yuji Ozawa (Tohokushinsha Film Corporation)
Cm Director: Kazuhiro Ohkuma (Tohokushinsha Film Corporation)
Production Manager: Akira Sakata (Tohokushinsha Film Corporation)
Media placement: Event - NHK, NihinTelevision, BS Nihon, Yahoo! JAPAN, Asahi newspaper, Sankei newspaper, Chunichi newspaper - 1 July 2011
Media placement: Event - Sports Nippon, Nikkan Sports, Sankei Sports, Daily Sports, msn, mixi, goo, Livedoor etc. - 1 July 2011

Summary of the Campaign
As the mood of voluntary restrain had been going around, we had the opposite idea: if we go out and participate in leisure activities together, it would not only save electricity, but also cheer the Japanese up. The idea rapidly became a movement and was adopted by many other leisure facilities.

Using the fact that a baseball team is a product/service that has a high media-value, we communicated to the targets with budget-free ideas, such as changing the name of the home-stadium and changing the Giants’ traditional cheering style.

The Situation
As a result of the great disaster of March 11th, Fukushima Daiichi Nuclear Power Plant had been shut off, leading to a significant drop in the electrical power supply. 37m people living in the Tokyo metropolitan area had no choice but to live on the minimum amount of electricity. This has made a huge impact on the baseball industry: the Japanese government had forbidden all-night games due to their huge electricity consumption. The Yomiuri Giants felt that if there was ever a time for them to cheer people up through baseball, this was it.

The Goal
Goal: For baseball games to continue being played as before March 11th, when
the great disaster hit Japan.

The mission: To fill the stadium with our target - baseball fans.

The result: We were able to restart the games as of May 3rd; after that we had
an average of 40,000 visitors.

The Strategy
We estimated that a lot of electricity can be saved if people turn off their lights at home and gather at Tokyo Dome. And the club, players and fans joined together and stood up to the public’s opinion, which protested the games.

Execution
The Yomiuri Giants estimated that a lot of electricity can be saved if people turn off their lights at home and gather at Tokyo Dome. The club, players and fans joined together and stood up to the public’s opinion, which protested the games. They took the following action to prove that electricity could actually be saved:

1. The stadium’s name was changed from 'Tokyo Dome' to 'Tokyo Electricity-Saving Dome'.

2. During the summer games, 1m electricity-saving paper-fans were handed out instead of using air-conditioning.

3. The Giants’ traditional cheering style was changed to a campaign version to help save electricity.

Documented Results
This campaign, where the club, players and fans joined together to change the negative opinion towards night-games, was successful. The goal of continuing baseball games and cheering for Japan was achieved.

1. 1,029,060 visitors during 25 summer games. This saved 1,000,000 households' worth of electricity.

2. The PR effect was worth over US$11 million, and was covered 400 times by the media.

3. All Giants’ games were played even during the electricity shortage's summer peak, giving people courage in the disaster’s aftermath.